Influencers get media passes at Democratic Convention for the first time; campaigns focus on social media.

During the last few weeks of Vice President Kamala Harris’s campaign for the upcoming presidential election, terms like “historic” and “unprecedented” have been frequently used. Now, the Democratic National Convention (DNC), which is scheduled to take place from August 19 to 22, can be added to the list of historic firsts. This is because, for the first time ever, a convention has granted press credentials to content creators.

The Democratic National Convention Committee made an announcement that it would welcome 200 influencers to Chicago for the week, giving them access to all the spaces that the press is allowed in and even arranging interviews for them. This move marks the first instance where the DNC has provided credentials and allocated space for content creators. Moreover, it is also the largest number of influencers ever to be granted credentials for a convention, regardless of political affiliation.

Matt Hill, the senior director of communications for the DNCC, stated, “Our convention will make history so we’re giving creators a front-row seat. Democrats are reaching Americans where they are with the tools to tell their own stories.”

Social media has significantly transformed various landscapes, and its strong connection with politics and voting has been evident in this election cycle. Both the Democratic Party and the Harris campaign have embraced this trend, leveraging social media platforms, especially since statistics show that young voters primarily receive their news from social media. Recognizing this, the DNCC has announced plans to also livestream the convention using vertical video on TikTok, Instagram, and YouTube to engage with these users, as the majority of cable TV viewers are typically over 55.

Compared to 2020, there are 7 to 9 million more Gen Z voters eligible to vote this time around, equalizing the size of the Gen Z and millennial electorate with the boomer and older population, as reported by The Atlantic. Historically, boomers and older generations have dominated the voter demographic.

The DNC’s objective is clear: to connect with people where they are. The strategy is to equip hundreds of content creators and influencers with the necessary tools and access to capture content throughout the four-day event in Chicago.

Will influencers be paid to be at the DNC?

Traditionally, journalists have their flights and accommodations covered by their publications or employers. However, for content creators, many are covering their own expenses to travel to Chicago and stay at a hotel, although some have found more cost-effective alternatives.

Content creators may also have existing sponsorship relationships that they can utilize. For instance, Elizabeth Houston, a lawyer with a substantial following, has collaborated with organizations like the Congressional Black Caucus PAC and Watering Hole Media in the past, who are sponsoring her flights and housing for the week.

Unlike typical brand-sponsored influencer trips, Houston described her relationship with the CBC PAC and Watering Hole as “more collaborative,” clarifying that she is under no obligation to post or promote specific content on behalf of the sponsoring companies.

She stated, “They select us because they appreciate what we already do.”

What was the application process like?

According to one creator, the application process was relatively simple, resembling a Google form with direct questions, mostly requesting links to the applicant’s social media profiles.

While not every accepted creator runs a political account, many of the 200 influencers chosen have a focus on lifestyle or beauty content. This diversity is advantageous in the DNC’s aim to reach a broader audience.

Acosta, one of the influencers selected, shared that he hadn’t initially anticipated politics to play a significant role in his life. Being accepted into the program represented a new opportunity for him to experience things he never thought possible.

The selected influencers have no set guidelines on what to post, when to post, or how frequently they should post during the DNC. The Creators Program empowers them to determine the best approach for engaging their specific audiences.

What do creators get out of attending the DNC?

Brian Arya, with a following of 29,000, stated that in an orientation webinar, the DNCC informed the group that they would have unparalleled access throughout the convention center, from the opening to closing hours.

Arya emphasized, “Essentially, we’re going to be freelance journalists. The DNC is providing us with an opportunity to explore what this election season holds for the country.”

Attending the DNC not only offers creators a chance to connect with fellow influencers but also provides them with a team dedicated to arranging interviews with political pundits and representatives present at the event. As they work independently, creators have the freedom to ask questions that are most relevant to them, without any external constraints.

Expressing his excitement, Mont said, “I’m thrilled that the DNC is doing something like this. I’ve always been a bit of a nerd when it comes to American government, so I’m eager to witness the workings behind the scenes.”